Lead prioritization is extremely important in ensuring the success of a company's lead nurturing program.
Business is pretty simple. We make products that people want to buy and we sell them for a profit.
However, to get to this point there's often many more details that we need to factor in.
One of these important factors is segmenting (or tagging) incoming leads so that you can focus on the leads that are hot and ready to buy now and community with those leads who are not hot in other ways.
Too often marketing managers put all their leads in one "bucket" and assign them the same priority. This results in sales reps (or whoever is responsible for lead follow-up and sales - even if that is the business owner) giving the same time and energy to each lead. This not only wastes the time of the person who is following up, but it also wastes the time of the prospect.
As leads come into your sales funnel, be it through an online form, fish bowl, raffle, or other means, ensure you assign the proper tag and ranking to each lead.
This tag (or ranking) will be based on a few key questions you must ask the prospective customer.
For example, if you sell dog toys and accessories to large dogs, you might want to ask.
These types of questions, in this example, will serve to be a quick guide of the type of prospect who just landed into your funnel and expressed some sort of interest in dog toys!
If a prospective customer indicates yes to question four - this means your sales team has permission to immediately call them and follow up. This call would be to confirm who they are and quickly sell them on one of your premium accessories for dogs.
Let's say a prospect selected that they owned a dog but not a large dog. This would be an opportunity to not have anyone call them but to send them information, through an automated campaign, about how to better care for their dog with premium dog accessories. You can educate them and nurture them so that when they are ready to buy, they'll buy from you.
Do you see why lead prioritization is so important now? You can have your CRM system automatically nurture and educate leads who might not be ready to buy from you. Those who express that they're ready to buy from you can receive a phone call or other communication that enables them to "buy now."
Your CRM system is not just for storing contact information. It's a powerful tool to allow you to segment leads so you can respond to them in an appropriate way to drive more sales for your business.
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Ramon Ray is Marketing and Technology Evangelist at Infusionsoft and Smallbiztechnology.com. He's a speaker, media pundit, journalist and author. His latest best seller is "The Facebook Guide to Small Business Marketing".
Some of the events Ramon has produced include the Small Business Summit, Small Biz Big Things with Seth Godin and the Small Business Technology Tour. As a speaker, Ramon has presented at the Consumer Electronics Show (CES) in Las Vegas with Guy Kawasaki, SXSW, Inc 500 and more.
As a journalist and freelance writer, Ramon has written for Inc Magazine, OPEN Forum, Entrepreneur.com and Clikz.com. Although Ramon is not a comedian, his audiences find him humorous. Despite no law enforcement experience, he is a graduate of the FBI Citizens Academy. Although Ramon does not know Jim Henson, he loves to do puppet shows in developing countries. See Ramon's full bio on his website.
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